Travel
How TUI made its brand video work harder on Reels
Capabilities
Creative Strategy
Creative Toolkit
Scaled Production
Built for
TUI Group is one of the world’s leading travel and leisure businesses, spanning travel agencies, hotels, airlines and cruise lines across Europe.
TUI’s UK social team is always looking for ways to get more from its paid social. They had a clear hypothesis: one of the biggest performance levers is making sure video creative is built for the platform it runs on. Running the same asset everywhere means ignoring how each platform’s audience actually watches. Every placement has its own format, visual language and storytelling rhythm, and creative should reflect that.
To put this to the test, TUI partnered with Shuttlerock to produce platform-native creative for Reels and monitor how it performed compared to previous campaigns.
The objective
TUI wanted to see how well Reels-optimised creative could drive awareness and last-minute bookings for summer getaways, reaching two core audiences: couples and families.
Results
65%
Lower cost per incremental shift in campaign awareness
5.3
Point lift in campaign ad recall
10%
Lower cost reach
Rather than commissioning a new shoot, TUI and Shuttlerock transformed TUI’s existing brand video into social-first Reels.
Shuttlerock developed two concepts, one for couples and one for families, each with a copy variation designed to test different audience motivators
The team reframed the original footage into full-screen 9:16, then rebuilt each edit for how people watch Reels:
- A strong hook in the first seconds to stop the scroll
- Fast-paced transitions that keep the story moving
- Short, bold on-screen copy that works with sound off
- Branding and text placed within Reels safe zones so nothing is lost behind the interface
The result was creative that felt native to the feed while staying unmistakably TUI.
“We have been continually impressed by Shuttlerock's efficiency and eagerness to produce first-class video assets for TUI across various platforms. Both the briefing and reviewing process is smooth, which enables us to turnaround creatives fast. Plus, the team is a pleasure to work with!"
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